1. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-1 Chapter 19 Personal Selling and Sales Promotion Text by William M. Pride O. C. Ferrell Multimedia Slides by Milton M. Pressley Univ. of New Orleans

2. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-2 Objectives 4To Understand the Major Purposes of Personal Selling 4To Learn the Basic Steps in the Personal Selling Process 4To Be Able to Identify the Types of Sales Force Personnel 4To Learn About Sales Management Decisions and Activities 4To Become Aware of What Sales Promotion Activities Are and How They Can Be Used 4To Become Familiar With Specific Consumer and Trade Sales Promotion Methods

3. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-3 The Nature of Personal Selling 4Defined

4. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-4 The Nature of Personal Selling 4Defined

5. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-5 Elements of the Personal Selling Process

6. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-6 Prospecting 4Developing Lists of Potential Customers

7. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-7 Preapproach 4Finding and Analyzing Information About Prospects

8. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-8 Approach THIS DEALS WITH HOW WE MAKE THE INITIAL CONTACT WITH A POTENTIAL CUSTOMER

9. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-9 Making the Presentation 4Attract and Hold Attention, Plus Stimulate Interest and Desire

10. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-10 Overcoming Objections IF HE HADN’T TOLD ME WHAT HIS OBJECTION WAS, I NEVER WOULD HAVE BEEN ABLE TO HELP!

11. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-11 Closing the Sale 4Asking the Prospect to Buy

12. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-12 Following Up 4Long-term Customer Satisfaction

13. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-13 ORDER GETTERS Current- Customer Sales New- Business Sales Types of Salespersons

14. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-14 ORDER GETTERS Current- Customer Sales New- Business Sales ORDER TAKERS Inside Order Takers Field Order Takers Types of Salespersons

15. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-15 ORDER GETTERS Current- Customer Sales New- Business Sales ORDER TAKERS Inside Order Takers Field Order Takers SUPPORT PERSONNEL Missionary Salespersons Trade Salespersons Technical Salespersons Types of Salespersons

16. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-16 Management of the Sales Force –Sales Volume –Market Share –Profit Establishing Sales Force Objectives

17. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-17 Sales Force Management Vs. Determining Sales Force Size

18. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-18 Sales Force Management Recruiting and Selecting Salespeople

19. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-19 Sales Force Management Training Salespeople

20. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-20 Sales Force Management –Straight Salary Compensation Plan –Straight Commission Compensation Plan –Combination Compensation Plan Compensating Salespeople

21. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-21 Sales Force Management –Straight Salary Compensation Plan –Straight Commission Compensation Plan –Combination Compensation Plan Compensating Salespeople

22. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-22 Sales Force Management –Continuous –Financial Compensation –Nonfinancial Needs Motivating Salespeople

23. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-23 Sales Force Management –Creating Sales Territories –Routing and Scheduling Salespeople Managing Sales Territories

24. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-24 Sales Force Management –Creating Sales Territories –Routing and Scheduling Salespeople Managing Sales Territories

25. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-25 Sales Force Management – The Need for Information 3 Call Reports 3 Customer Feedback 3 Invoices Controlling and Evaluating Sales Force Performance

26. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-26 The Nature of Sales Promotion Defined Increased Use When Used Effective Use

27. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-27 Sales Promotion Opportunities and Limitations Opportunities Limitations

28. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-28 Sales Promotion Methods We’ll Look at Consumer Sales Promotion Methods Trade Sales Promotion Methods

29. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-29 Sales Promotion Methods for Consumers Coupons Demonstrations Frequent-User Incentives Point-of-Purchase Displays – Point-of-Purchase (P-O-P) Materials Free Samples

30. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-30 Sales Promotion Methods for Consumers Money Refunds and Rebates Premiums Cents-Off Offers Consumer Contest and Games Consumer Sweepstakes

31. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-31 Sales Promotion Methods for the Trade Buy-Back Allowances Buying Allowances Scan-Back Allowance Count-and-Recount Free Merchandise Merchandise Allowances

32. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-32 Sales Promotion Methods for the Trade Cooperative Advertising Dealer Listings Premium, or Push, Money Sales Contests Dealer Loaders

33. Copyright  2000 by Houghton Mifflin Company. All rights reserved. 19-33 4Understand the Major Purposes of Personal Selling 4Know the Basic Steps in the Personal Selling Process 4Be Able to Identify the Types of Sales Force Personnel 4Have Insight Into Sales Management Decisions and Activities 4Be Aware of What Sales Promotion Activities Are and How They Can Be Used 4Be Familiar with Specific Consumer and Trade Sales Promotion Methods BY NOW, YOU SHOULD...